Abstract:PurposeThis paper aims to examine and discuss the factors affecting consumers' purchase intentions for ice cream in India.Design/methodology/approachThis study is based on a primary survey of 340 respondents from India, collected through a well-structured questionnaire. The data has been analysed using partial least square-based structural equation modelling (PLS-SEM). The theory of planned behaviour (TBP) has been used to identify the determinants of the purchase intention of ice cream.FindingsThe measurement… Show more
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